One brand is hoping to capitalize on Rousey's world
domination to reinvigorate its struggling business.

Reebok secured a partnership with the MMA star back in December,
also closing a deal with another impressive UFC Light
Heavyweight Champion, Jon Jones.

The signings came shortly after Reebok inked a huge
long-term partnership with the UFC to become its
official global outfitter.

The sports brand seemed to see the potential in landing a
sponsorship with one of the fastest growing sports in the world,
which drew Rousey closer to the brand.

"From the very beginning, it was clear to me that Reebok is
passionately invested in our sport and its athletes. The team is
committed to helping push our sport forward and I am proud to be
part of it," Rousey said in a
press release upon landing her contract.

The first female fighter signed by the UFC is an incredibly
beneficial addition to Reebok's team.

"Reebok understands what tough fitness means for women and
what women need for their fitness lifestyle. Together we’re going
to inspire even more people to train like fighters,” Rousey said
in the release at the time her partnership was announced.

Reebok has fallen on hard times in recent years, so it's
adapting a new strategy to win back customers and revitalize its
reputation.

The brand is shifting its target consumer towards the
so-called "tough fitness" customer. It's doing this through
partnerships with "high-intensity workout firm CrossFit and the
grueling, muddy Spartan race,"
according to David Gianatasio at Adweek.

This differs from brands like Lululemon and Nike, which are
touting the new "athleisure" trend of wearing your gym clothes to
work and brunch.

Reebok recently released its first commercial with the
fighter and NFL star J.J. Watt.

The commercial is incredibly intense, and it accurately
encompasses Rousey's tough and invincible persona.

The sports brand currently controls 2% of the US market,
compared with 8% a decade ago.

Reebok hasn't been able to keep up with big
players in the industry like Nike and Under Armour.

However, with Rousey's help the company could execute a major
comeback.